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  • 26 Oct 2022
  • Research & Ideas

How Paid Promos Take the Shine Off YouTube Stars (and Tips for Better Influencer Marketing)

suggests that the effect translates to an average of $10,000 over an average six-year-career influencer. “If consumers aren’t perceiving social influencers as trustworthy and authentic, much of their marketing effort might not lead to a... View Details
Keywords: by Kara Baskin; Technology; Media & Broadcasting
  • January 2021 (Revised March 2022)
  • Case

Arçelik: From a Dealer Network to an Omnichannel Experience

By: Ayelet Israeli and Fares Khrais
Arçelik Turkey, the country’s market leader in household appliances, was at an omnichannel crossroads in January 2020. Arçelik was a B2B player utilizing a dealership network with an umbrella of brands and had one of the largest brick-and-mortar store networks in... View Details
Keywords: Digital Marketing; Bricks And Mortar; Franchise Management; Franchising; Dealer Network; Dealers; B2B; B2B2C; Tradition; Culture Change; Cultural Adaptation; Omnichannel; Omnichannel Retail; Omni-channel; Omnichannel Retailing; Sales Channels; Sales Channel Development; Channel Management; Channels Of Distribution; Marketplace; Platforms; Collaboration; Online Channel; Online Data; Online Sales; Online Shopping; Online; Retail; Retailing; Disruption; Transformation; Franchise Ownership; Change Management; Partners and Partnerships; Consumer Behavior; Sales; Internet and the Web; Marketing Strategy; Conflict and Resolution; Conflict Management; Organizational Culture; Distribution Channels; Digital Transformation; Digital Platforms; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Turkey
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  • 16 Jan 2006
  • Research & Ideas

Adam Smith, Behavioral Economist?

be that they should weigh carefully the costs of breaking trust and of risking reputation. The formal study of behavioral economics exactly relates psychological factors to economic behavior, and even more recently has been exploring the... View Details
Keywords: by Ann Cullen
  • 17 Jan 2023
  • Cold Call Podcast

Nestlé’s KitKat Diplomacy: Neutrality vs. Shared Value

Keywords: Re: Geoffrey G. Jones; Consumer Products
  • 27 Jun 2019
  • Research & Ideas

Rituals Strengthen Couples. Here’s Why They’re Good for Business, Too

satisfied, invested in, and committed to their relationships than couples who don't bother with them, according to an April article in the Journal of the Association for Consumer Research, Rituals and Nuptials: The Emotional and... View Details
Keywords: by Dina Gerdeman
  • May 2010
  • Article

Bye Bye Bundles: The Unbundling of Music in Digital Channels

By: Anita Elberse
Fueled by digital distribution, unbundling is prevalent in many information industries. What is the effect of this unbundling on sales? And what bundle characteristics drive this effect? I empirically examine these questions in the context of the music industry, using... View Details
Keywords: Unbundling; Bundling; Digital Distribution; System-of-equations Modeling; Sales; Distribution Channels; Framework; Mathematical Methods; Revenue; Reputation; Internet and the Web; System; E-commerce; Information Industry; Music Industry
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  • March 2012
  • Article

The Influence of Prior Industry Affiliation on Framing in Nascent Industries: The Evolution of Digital Cameras

By: Mary J. Benner and Mary Tripsas
New industries sparked by technological change are characterized by high technological, market, and competitive uncertainty. In this paper we explore how a firm's conceptualization of products in this context, reflected in its introduction of product features, is... View Details
Keywords: Technology; Transformation; Risk and Uncertainty; Competitive Strategy; Product; Values and Beliefs; Mathematical Methods; Power and Influence; Behavior; Experience and Expertise; Design; Market Entry and Exit; Employment Industry; Computer Industry
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  • 31 May 2023
  • HBS Case

Why Business Leaders Need to Hear Larry Miller's Story

View Video Editor's note: Watch the video in "full screen" mode for the best viewing experience. If Larry Miller hadn’t concealed his criminal record, would he ever have been given the chance to turn his life around? Would his talent have taken him to Nike, where he... View Details
Keywords: by Jamal Meneide; Consumer Products; Consumer Products
  • 04 Jun 2013
  • First Look

First Look: June 4

http://ssrn.com/abstract=1625503 iPosture: The Size of Electronic Consumer Devices Affects Our Behavior By: Bos, Maarten W., and Amy J.C. Cuddy Abstract—We examined whether incidental body posture, prompted by working on electronic... View Details
Keywords: Sean Silverthorne
  • 10 Feb 2009
  • First Look

First Look: February 10, 2009

or nationality. Many of our decisions about fellow workers are thus premised on faulty data—harming judged and judgers alike. When Dreaming Is Believing: The (Motivated) Interpretation of Dreams Authors:Carey K. Morewedge and Michael I. Norton Publication:Journal of... View Details
Keywords: Martha Lagace
  • April 2001 (Revised July 2002)
  • Case

Martha Stewart Living Omnimedia (A)

By: Susan M. Fournier, Kerry Herman, Laura Winig and Andrea Carol Wojnicki
Martha Stewart Living Omnimedia (MSLO), a branded and integrated content and media company dedicated to "elevating the role of the homemaker," went public on October 19, 1999, creating a company with a market value of $1.73 billion, and a stake for Stewart worth $1.2... View Details
Keywords: Management; Media; Identity; Personal Characteristics; Brands and Branding; Media and Broadcasting Industry
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  • 24 Apr 2018
  • First Look

First Look at New Research and Ideas, April 24, 2018

and financial outcomes. The study complements financial education with (1) financial incentives on a financial literacy test to affect participant motivation, (2) financial goal setting to provide a psychological nudge, and (3)... View Details
Keywords: Sean Silverthorne
  • 17 Aug 2009
  • Research & Ideas

Quantifying the Economic Impact of the Internet

The fight was lost as consumers voted for free information supported by advertising over subscription services. Ironically, online advertising and the commercialization of the Web achieved important goals of the resisters: to preserve the... View Details
Keywords: by John Quelch; Advertising; Publishing
  • 01 Jul 2009
  • Working Paper Summaries

File-Sharing and Copyright

Keywords: by Felix Oberholzer-Gee & Koleman Strumpf; Technology; Entertainment & Recreation
  • 06 Jun 2008
  • What Do You Think?

Why Don’t Managers Think Deeply?

recollection of Tony Athos, wrote that "Time-for-thinking is a special moment which can be resource consuming and an unsafe activity " (Fortunately, Athos held a tenured position in an academic organization.) A number of... View Details
Keywords: by Jim Heskett
  • Web

Marketing Awards & Honors - Faculty & Research

Scholar in 2020. Jill J. Avery : Winner of the 2020 Case Centre Award in the Marketing Category for “Predicting Consumer Tastes with Big Data at Gap” (HBS Case 517-115) with Ayelet Israeli. Jill J. Avery : Winner of the 2020 Louis W.... View Details
  • 01 Jun 2015
  • Research & Ideas

The Surprising Benefits of Oversharing

performed in the lab, Luca extrapolates the findings to apply to consumers (receivers), who want to know the true quality of a product, while sellers (senders) hide it from them. "Customers were not inferring the worst, and sellers... View Details
Keywords: by Michael Blanding
  • 24 Jul 2017
  • Research & Ideas

People Have an Irrational Need to Complete 'Sets' of Things

Credit:  Martin Barraud Here’s a tip for persuading people to finish more tasks, buy more products, or donate more money: Simply present assignments, requests, or items as arbitrary sets, rather than as individual units. New research reveals that people are... View Details
Keywords: by Carmen Nobel
  • February 2011 (Revised December 2012)
  • Case

Coca-Cola on Facebook

By: John Deighton and Leora Kornfeld
In late 2008, executives at Coca-Cola had to decide what to do with a fan-created page on Facebook that had amassed over one million followers in three months. From a legal point of view the fan-created page was in violation of Facebook's terms of service as a... View Details
Keywords: Change Management; Governance Controls; Policy; Brands and Branding; Marketing Channels; Social and Collaborative Networks; Food and Beverage Industry
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  • 05 Oct 2020
  • Book

Want to Be Happier? Make More Free Time

to some perfect ideal in our minds,” Whillans says. “We have to disconnect the experience from money, since that doesn’t adequately measure its value.” Use it or lose it Tending to our time takes careful thought and planning, since it’s easy to unconsciously get sucked... View Details
Keywords: by Dina Gerdeman